Create a Local campaign

Local campaigns began automatically upgrading to Performance Max in August 2022. All new campaigns optimising to shop goals should be created in Performance Max. With the upcoming completion of the upgrade, new Local campaigns creation will no longer be supported. You can find more information on creating Performance Max campaigns for shop goals in the Help Centre.

Local campaigns help you to connect online advertising to your shopfront. You can promote your shops on Google search results, Maps, YouTube and other websites.

Google Ads Tutorials: Setting up Local campaigns

Eligibility criteria

To access Local campaigns, you’ll need to have active location assets or affiliate location assets in your account or have a Business Profile connected to Google Ads.

To support performance, we recommend running your campaigns for a minimum of 30 days and targeting 10 or more locations per account (can be spread across multiple campaigns).

Eligibility for shop sales measurement for Local campaigns:

  • Local campaigns currently have higher threshold requirements in order to be eligible to use shop sales. As a result, not all advertisers who meet the general shop sales requirements are currently able to use shop sales with Local campaigns at this time. Google is working towards improving the requirements to allow more accounts to become eligible. Learn more about shop sales measurement (for retailers and restaurants)
  • If you already see shop sales reporting and the option to optimise your campaign towards shop sales, you are already eligible to use it. If you don’t see these options, we recommend running a Local campaign with shop visits for 45 days to properly assess your eligibility. If you become eligible for shop sales during this period, you’ll automatically start getting reporting and you’ll have access to the bidding.

This article explains how to create a Local campaign.


1. Create a Local campaign

Create new campaign

  1. Sign into your Google Ads account.
  2. Click Campaigns from the page menu on the left.
  3. Click the plus button and select New campaign.
  4. In the 'New campaign' window, select Local shop visits and promotions.
  5. In the next panel you can make a selection to either use Business Profile to select your shop locations or affiliate locations to select shops in which your products are sold. Click the radio button next to the option you want to choose.
    • For Business Profile, you can select all locations in the account for the Local by ticking 'Use all locations in your linked Business Profile'. You can also untick the box to select a specific subset of your locations. Click Use location group to apply an existing group, or Create new location group to manually assemble and name a set locations. That set will be applied to your campaign and saved as a reusable location group. Learn more about location groups
    • For 'affiliate locations', choose an existing location group or create a new one. To create a group with all locations within a chain, use Select by chain (locations may take a few minutes to sync after saving). To create a group with a subset of locations from the chain, use Select by specific locations.
    • Geographic radius targeting will be inferred based on the physical business locations specified for your campaign. If needed, you can exclude certain geographic locations from your campaign.
  6. Click Continue.

2. Select your Local campaign settings

Select campaign settings

  1. Enter a name for your campaign in the 'Campaign name' field.
  2. Fill in the text assets for your ad, including the following:
Asset Required or optional Description
Headline Required Up to five lines of text to catch the attention of potential buyers. Make each of the headlines unique for the most effect. Limit of 30 characters.
Description Required Up to five lines of text that summarise your offer. Limit of 60 characters.
Call to action Required Up to five lines of text informing users of how to interact with your business. Limit of 11 characters.
Final URL Required The URL that you want your ad to take users to. Must be a valid URL
Display path Optional

Up to two lines of text to complete a URL that users will be able to see on your ad. The domain must be the same as the final URL. If you leave this blank, Google Ads will use your final URL as the display URL.

*You can specify two paths

Mobile final URL Optional The URL to take your users to. Verify if the target site is mobile-friendly. Must be a valid URL
  1. Click the Images and logos box to search and upload images for use in your ads. Your campaign must have at least one image with a 1.91:1 ratio, and one logo with a 1:1 ratio in order to serve. The following images and logo sizes are accepted (up to 20 each per campaign):
Image ratio Minimum size Maximum file size
1.91:1 600x314 5MB
1:1 314x314 5MB
1:1 (Logo image) 116x116 5MB

*You can crop your images to fit a 1:1 or 1.91:1 resolution. Accepted formats: jpg and png.

  1. Add a video. This step is required and the video must be at least 10 seconds in length.
    • Enter a valid YouTube URL.
  2. Enter information for the following settings:
    • Languages: The eligible languages that you are aiming to target with your ad
    • Bidding: The default bidding strategy is to maximise conversion value, which will automatically maximise the value of your conversions within your average daily budget. If you only select one conversion action, such as shop visits, bidding will maximise total conversions at your conversion value. In this case, bidding works in the same way as Maximise conversions.
    • Average daily budget: How much you’re willing to spend per day on your ad campaign. Contact your account manager for budget guidance.
    • Additional settings: An expandable section where you can input tracking or a specific mobile URL.
  3. Click Save and continue at the bottom.
  4. Your campaign will now be ready. On the next page, you can review your campaign’s settings. Click Ad assets to review the text and images you set for your ad.

Connect to local product feed

You can also promote the products and services available at each location. These steps show you how to connect your campaign to a local product feed. Before you begin you’ll have to first create a local product feed in the 'business data' section.

  1. Follow the instructions above to create a Local campaign.
  2. Scroll to the bottom of your settings, and expand Additional settings.
  3. Expand 'Product feed'. Select the box for Use a product feed for this campaign.
  4. Select your feed source.
    • Google Ads (local product feed): With this option, you can select a local product feed that you’ve created in 'business data'.
    • Merchant Center (local product feed): With this option, you’ll connect the Local Products in a Merchant Center account to this campaign. (Note that this option is currently available only to some Google Ads users and will be available to all users soon)
      • Select a Merchant Center account.
      • Enter or paste a list of product IDs from this account, and click Add products.
      • Drag your IDs in the order in which you want them to appear as ads.
You can select a minimum of five products per shop in order for the campaign to serve your ads. We recommend you to choose 5 to 10 products.

3. Create additional ad groups

If you have more than one set of creative assets, you can create multiple ad groups. This approach works well for assets that represent different creative themes or should run on a specific schedule. Once you’ve created your Local campaign, you can then add more ad groups.

Create ad groups

  1. Click Campaigns in the page menu to see a full list of your Google Ads campaigns.
  2. In this list, click the name of the Local campaign in which you'd like to add more ad groups.
  3. Click Ad groups.
  4. Click the plus button to create a new ad group.
  5. Fill in all the assets (see details above).
  6. Click Save and continue at the bottom.
You can set up automated rules to pause or enable your ad groups to run at certain times.

4. Optimise bidding

Local campaigns use Maximise conversion value bid strategy. This bid strategy automatically maximises the conversion value of shop sales, shop visits, call clicks or driving directions for your campaign based on your average daily budget.

Conversion bidding guidelines

Conversion actions availability may depend on your account or campaign

  • If your Local campaign is eligible for shop sales reporting, shop sales optimisation (bidding) will be the default optimisation goal when you create a new Local campaign. You can switch to shop visits if your preference is to optimise the conversion type instead. To do this, deselect ‘shop sales’ first by unticking the box, and click 'shop visits'. Note that both conversion actions (shop sales and shop visits) can’t be selected at the same time. Learn more about shop sales measurement (for retailers and restaurants)
  • If you’re currently measuring shop visits in your account, but you aren’t eligible for shop sales, you’ll have shop visits bidding automatically enabled for Local campaigns. Learn more about how to show shop visit conversions
  • If you're not measuring either shop visits or shop sales, you can still use Local campaigns with local actions bidding (call clicks, driving directions or a combination of both). Learn more about local actions conversions

To ensure Maximise conversion value bidding works properly, set a conversion value for your conversion actions.

  • By default, the conversion value for any of these conversion actions is set to 1.
  • Bidding will optimise for max conversion value at your specified budget.
  • If you select just one conversion action, such as shop visits, bidding will maximise total conversions with your specified value at your conversion value.
  • If you have multiple goals (such as shop visits and local actions), we recommend assigning values to reflect the relative worth of each goal to your business. For example: If you use the default value of 1 for both shop visits and local actions, bidding will optimise for both goals equally. If you set the shop visit value to the estimated revenue driven by a visit to the shop, you should also update the default value of local actions to reflect the estimated revenue or relative value driven by that action.

Optimise performance

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